Chuanwazi Foods Raises Nearly RMB 300 Million in Series A Funding, Aiming to Become China's Go-To Brand for Fresh Sauce

Chuan Wazi Foods (hereinafter "Chuan Wazi"), a company specializing in the R&D and production of compound seasonings, recently announced the completion of a nearly RMB 300 million Series A funding round led by Gaorong Ventures, with Xiamen C&D and related institutions participating. The proceeds will be used primarily for M&A investments, digital supply chain development, and brand building. Chuan Wazi also unveiled a brand refresh, officially launching a new logo and the brand proposition "Seeking Fresh Flavors, Crafting the WA Era."

Pioneering the Fresh Sauce Category Through Continuous R&D Innovation

Founded in 2008, Chuan Wazi is a subsidiary of New Hope Group. Rooted in Sichuan culinary culture and deeply focused on Sichuan-style seasonings, the company has built a portfolio of 13 flagship product series covering the full range of compound seasonings.

In recent years, Chuan Wazi has capitalized on the trend toward restaurant chain expansion, entering the market through standardized compound seasoning supply systems and offering personalized, intelligent, and professional flexible customization services to B-side restaurant enterprises — positioning itself as a standardized foodservice seasoning provider. It currently serves over 15,000 restaurant chain brands nationwide, including Haidilao, Xiaolongkan, Dezhuang Hot Pot, Hefu Noodles, McCormick, and other major chain restaurants as well as internationally renowned seasoning brands.

On the consumer side, data insights revealed that diners have a strong appetite for "fresh-spicy" flavors that traditional chili sauces fail to satisfy among younger demographics. In response, Chuan Wazi zeroed in on a more granular segment within compound seasonings — sauces — creating the new product concept "fresh sauce, ready to eat" and pioneering the fresh sauce category.

Chuan Wazi first created the hit product "Roasted Chili Sauce" and built around it to address consumers' personalized and diverse needs. It expanded the flavor profile with innovative launches like Preserved Egg Roasted Chili Sauce, Beef Roasted Chili Sauce, and Garlic Fresh Chili Sauce; and developed star product lines spanning rice-mixing sauces, hot pot bases, seasonings, and instant foods. Drawing on insights into young people's lifestyles and consumption scenarios, the company moved beyond home cooking occasions to contexts like long-distance travel and camping, developing portable "single-serve" mini jars of roasted chili sauce suited to fast-paced living.

Strengthening Supply Chain and Omnichannel Development

On the supply chain front, Chuan Wazi leverages New Hope Group's resource integration advantages to build a digital, intelligent, and automated supply chain capable of completing the entire process from farm to finished product in just three days. The company's AAA-grade smart eco-factory, which went into operation in 2019 on a 120-acre site, has an annual production capacity exceeding 150,000 tons.

To meet growing on-demand consumption needs, Chuan Wazi has strengthened its online-plus-offline omnichannel layout, achieving an average annual sales growth rate of 42% across all channels over the past three years.

During the 2020 pandemic, Chuan Wazi rapidly assembled a livestreaming team, driving revenue growth of roughly 40%. Its roasted chili sauce sold 500,000 bottles in three minutes on Li Jiaqi's livestream. During this year's Tmall 618 shopping festival, the Chuan Wazi flagship store recorded nearly RMB 10 million in cumulative transaction volume, with over 400,000 bottles of chili sauce sold. It ranked first in Tmall 618's full-cycle hot list for chili sauce, second in the seasoning category, and third in chili-based condiments.

In 2021, the company simultaneously expanded offline channels including supermarkets and convenience stores, adding coverage in Sichuan, Chongqing, Guangdong, Fujian, and other regions to date.

Fresh, Spicy, Flavorful — Accompanying Every Meal

In this brand refresh, Chuan Wazi has positioned itself as a "meal companion" and introduced the unified brand theme "Fresh, Spicy, Flavorful — With You Every Meal," aiming to strengthen the emotional bond with consumers and address post-pandemic young consumers' psychological needs for warmth and companionship.

Tang Lei, founder and CEO of Chuan Wazi, stated that "brand power is the wellspring of long-term traffic for enterprises, and the values behind it carry broader social and cultural significance," expressing hope that "users are not only attracted to and impressed by the product, but also deeply drawn to the brand values and cultural trends behind it." Rui Han, partner at Gaorong Ventures, commented: "In China's compound seasoning market, which has broad consumer appeal, Chuan Wazi has innovatively opened up the incremental fresh sauce market and established trust with consumers through this category. We are optimistic about Chuan Wazi's young founder and team, who combine keen consumer insight — capturing the new generation's demand for convenience and health — with firm commitment to investing in digital supply chains and product R&D innovation."

Chao Wan Zu Completes Series B Funding, Building a Toy Community for Young People When Will We Achieve "Gene Sequencing Freedom"? | Gaorong "Future" Congratulations to UJU Media on Successful Hong Kong Stock Exchange Listing | Gaorong News